Thu Phan Email & Phone Number

Hcmc

Focus on data-driven and customer centric marketing- Conducted Brand Repositioning project to identify brand differentiation (USP) and long-term branding strategy. o Outstanding achievement: achieved the No.1 TOM (top-of-mind) and the most favorite milk tea brand in February, 2020 by Nielsen Vietnam.- Built product strategy including creative concepts, product positioning and role of each category in menu. Outcomes: taste profile, menu architecture, product mix strategy, etc. - Forecasted market trend to suggest promptly new product development plan and recipes bank- Executed product sensory test to evaluate customers’ preference (Focus Group research). - Developed eco-friendly packaging designs (corn-starch straw and paper cup)- Supported to launch new brand KrubO for trading milk tea, coffee ingredients (tea, syrup, tapioca pearls, coffee powder, etc.)- Managed price structure of menu and promotional schemes to ensure brand profitability/ P&L - Established mapping criteria to select potential sites. Achieved the No.1 brand in terms of market coverage (over 350 outlets across Vietnam) - Worked with IT to build Omni channel system (online-to-offline) - Collected data and re-marketing to build customer profile, usage and behavior to complete Customer Experience system (CX, digital CRM)- Conducted monthly digital plan to obtain LEAD (customer data) with effective cost. - Monitored Mysterious Shopper tracking campaign

Hcmc

In-charge of brands: Trung Nguyen Legend and E-coffee- Conducted launching plan for a brand new concept E-coffee along with brand strategy (including: brand guidelines, brand vision, value proposition and expansion plan) for short as well as long term.- Developed new product portfolio (roast and ground coffee, named E-coffee) for retail sales at stores and for exclusive franchisees. - Worked closely with Barista team to launch new drinks (mainly coffee-based products). Executed product sensory test to evaluate customers’ preference. - Built price structure for F&B menu and retail goods. Involved in building recipe and BOM to ensure brand P&L- Worked with Site Development to create location strategy and yearly expansion direction o Outstanding achievement: opened 14 E-coffee stores after 6-months concept launching (with 4 franchising stores) in HCMC, Hanoi, Bien Hoa and Can Tho. - Worked with IT to build E-commerce system (website, app, ERP)- In charge of design and content for franchising information kit, ensured all franchisees meet the policies.- Maximized brand awareness and exposure and communication with potential customers via media, POSM, CSR activities (Hành Trình Trái Tim campaign – distributing free books) - Executed marketing communications plan to enhance brand awareness. - Increased sales revenue by local store marketing programs (sales promotion, activation)

Hcmc

In-charge of brands: Gogi House, Kpub, Ba Con Cừu, Hutong- Conducted intensive market research (brand health checking, social listening) and regularly customer satisfaction survey to evaluate product and service - Forecasted market trend to suggest prompt new product development plan and manage product portfolio- Cooperated with R&D and Operations team to create new menu from idea to table (including: new idea, food test, setting name and price and photo shooting for menu, POSM). - Cooperated with Operations team to manage brand profitability and comply with marketing budget - Brand positioning with competitors to understand price segment and build proper price structure - Set up new store grand opening (averagely 2 new stores per month). Supported Site Development team to segment regions and channels for mapping plan - Created promotional activities (local store marketing) to push sales and strengthen bonding with customers, following annual operating plan. o Outstanding achievement: "Tận Hưởng Một Hàn Quốc Thật Khác” Campaign & “Vui Say Nướng Thịt Quên Đường Về” promotion - Developed brand awareness via both online and offline media channels.- Leveraged CRM to effectively carry out marketing plan and monitor customers’ feedbacks and complaints.- Built internal training materials: brand guideline, fact sheet, Q&A, product clips, etc.- Monitored Mysterious Shopper tracking campaign- Created relevant marketing procedures (sales promotion, new product development) with detailed policies- Responsible for consistent brand images on all stores (POSM, menu, décor concept, and advertising materials)

Hcmc, Vietnam

Built marketing strategy for 2 brands: Custas, and Fresh Berry (annual operating plan, sales analysis and forecast, 360 degree marketing campaign)- Conducted market research through appropriate research methodologies that helped to understand consumer insights and market: Nielsen (retail audit / brand health checking), Cimigo (product quality checking), and Kantar (consumer insight). Provided insight to suggest new market development (locally and globally)- Monitored consistency of product quality from factory to market- Cooperated with R&D Dept. for ideas to develop new products and expand product portfolio. Successfully launching new SKUs: Custas Chocolate, Pingo from zero base- Designed new packaging and developed brand identity guidelines- Managed brand profitability (owner of price structure). - Controlled all factors that influenced brand P&L (COGS, sales, marketing, operating profit)- Worked with Sales team to increase share and market coverage in terms of distribution channels and display space- Managed brand communication campaigns and tools to deliver brand message and increase brand health (awareness/trial/loyalty)Internal: sales kit, training for sales team, newsletter, sales contestExternal: planning and selecting communication vehicles that best meet brands’ demand and budget (TVC, advertising, PR, OOH, etc.)- Implemented sales promotion (in-pack gift, lucky draw, etc.), event and activation to push sales - Supervised the implementation of Billboard (in Da Nang) and Bus AD (in Hanoi)

Hcmc, Vietnam

- Produced 2 TVCs by cooperating with clients and production house (analyzing creative brief, presenting ideas for storyboard and getting feedback)- Obtained 7 contracts to buy KPOP copyright with mobile service providers (Viettel, Mobifone, Vinafone, Sfone) and TV channels (HTV2, Yeah1 TV, YAN TV)- Successfully cooperated with HTV2 and Yeah1 TV for airing 2 weekly music shows to promote company’s contents and campaigns- Contributed to the development of website materials and customer database

Hcmc, Vietnam

- Delivered integrated and creative PR campaigns to clients (GSK, TuvSud, Cempaka College, etc.) - Conducted a variety of publications, materials and programs for event (e.g. press releases and media kits) - Reduced 30% cost by negotiating pricing and fees, while ensuring the quality commitment with vendors (e.g. venues, caterers, suppliers, entertainment specialists)

Master'S Degree, Marketing, 5.63/7

Activities and Societies: Vietnam Students Group

Bachelor'S Degree, Professional Communication, Gpa: 2.7/4

Activities and Societies: Marketing Manager – RMIT Student Club HCMC, Vietnam - Conducted marketing plan and promotional materials.